#BeTheColour campaign aims to assist the visually impaired under the Unilever Sustainable Living Plan (USLP)
Dubai Lipton’s Ramadan initiative for 2017 supported the UAE’s Year of Giving with the#BeTheColour campaign, inspired by Lipton’s global mission to ‘Be awake to what really matters’.
Lipton aimed to bring more colour to the lives of the visually impaired, taking the opportunity to help the visually impaired experience an array of life-affirming moments
many of which we take for granted.
The campaign supports the Unilever Sustainable Living Plan (USLP), which aims to make sustainable living commonplace by increasing positive social impact via its brands. The activation commenced on the first day of Ramadan, in collaboration with leading UAE retailer Lulu Hypermarket.
Vibrant Lipton Yellow Label packs literally lost their colour and were replaced with limitededition Lipton Black and White packaging as long as stocks lasted. For every pack sold, 1AED was donated to the Emirates Red Crescent towards funding technology to help improve the lives of the visually impaired.
Waqas Javed, refreshment marketing director Arabia at Unilever, said: “The UAE’s leadership has called 2017 the Year of Giving and we seek to celebrate the humanitarian legacy of the late Shaikh Zayed Bin Sultan Al Nahyan with our #BeTheColour campaign, adding more colour to the lives of the visually impaired this Ramadan. Our objective has always been to educate, inspire, and connect. With this mindset, we fully support the UAE’s strategy to become a disability-friendly country by 2020.”
Lipton also recruited three visually impaired ‘heroes’ and created 3D print photos of important life moments. The content was curated and presented in video and 3D installation form in the Middle East’s first ‘Invisible Gallery’ in Dubai in June. Through touch and braille, the heroes were invited to interact with the exhibition, ‘seeing’ the pictures for the very first time.